Merlin Entertainments flags its social impact in new report launch

Merlin Entertainments, a global leader in branded entertainment destinations, has this week launched a report with the Purpose Coalition setting out its social impact in the UK.

The Force for Good Impact Report assesses Merlin’s existing best practice in the UK against a framework of 15 goals, developed by the Purpose Coalition and setting out the key barriers that prevent people from accessing opportunity.

The Force for Good Impact Report - launched at an event in UK Parliament in Westminster on Wednesday - assesses Merlin’s existing best practice in the UK against a framework of 15 goals, developed by the Purpose Coalition and setting out the key barriers that prevent people from accessing opportunity.

The report also includes an in-depth view of best practice on the ground following a survey of Merlin’s sites across England and Scotland, highlighting how the business prioritises guest safety and memorable visits through its ‘Protecting the Magic’ approach and provides transformative experiences for children with disabilities or serious illness.

It places a strong emphasis on colleague development and their training and professional growth, and promotes diversity and inclusion in the workplace, including particular support for veterans and care leavers. It also has a strong focus on sustainability and conservation initiatives - including in collaboration with its charity partner the SEA LIFE TRUST.

The report also explores areas where Merlin can build on its existing work and extend its social impact in the UK even further. These measures include:

• Transforming regional social impact, replicating its work in Blackpool in other locations

• Establishing a ‘Merlin Charter’, which would serve as a foundational framework to drive social value across its supply chain

• Enabling its affiliated charities - The SEA LIFE TRUST and Merlin’s Magic Wand - to play a proactive part in key campaigns on sustainability and early years wellbeing for children with disabilities or challenging circumstances

• Setting and tracking targets for socioeconomic diversity

• Delivering a holistic menopause approach

Introducing the report, Merlin Entertainments Chief Corporate Officer, Matt Jowett advised “lack of opportunity is still a big problem in this country, stifling individual achievement as well as economic growth.

“Businesses can play a huge role in shifting the dial, driving social impact in the areas that need it most.

“The role of the leisure and tourism industry is a vitally important part of this effort. It contributes to the national economy as well as countless local communities and delivers jobs and opportunities across the UK, as well as helping create memorable experiences for millions every year.

“Some of our greatest resorts and attractions are in some of the most deprived parts of the country, with many in coastal areas where social mobility has traditionally been poor.

“This report demonstrates Merlin’s commitment to purpose-led social good and sets a fantastic example for socially conscious business practices for all purpose-led organisations.

“The company provides exceptional experiences for its guests, fosters a supportive and inclusive environment for its employees and makes a meaningful contribution to the communities and environments it serves. It has the potential to make an even greater difference, extending its role as a force for good in the communities that need the most support, far beyond the doors of its attractions and resorts.”

Click here to view the Force for Good Impact Report.

Merlin Entertainments’ focus on its vision and values was the topic of a feature in Australasian Leisure Management issue 161.

Click here to access this issue.

Images: Merlin Entertainments’ Alton Towers (top, credit: Shutterstock) and members of Merlin's UK in the UK Houses of Parliament this week (below).